Consumers demand authenticity. Are marketers supplying?
A moving re-enactment of Leonardo Da Vinci's painting "The Last Supper" unfolds. In his music video "Humble," Kendrick Lamar lets his audience know he's sick and tired of Photoshop, followed by the plea, "show me something natural." Urban culture has since taken a turn towards a less fabricated vibe.
What holds true for urban culture holds true for advertising as well. The advertising world has long been a realm of perfection. Airbrushed models, and idealized lifestyles have been the norm for decades. But the landscape has changed. A growing fatigue with perfection demands a more authentic and inclusive approach to marketing.
Authentic Is Better Than Perfect
Photo by Josh Withers
Perfection fatigue is not a new phenomenon, but it has been amplified in recent years. The COVID-19 pandemic, with its remote work, brought us into each other's homes, exposing our imperfect "goblin mode" — the Oxford word of the year 2022 — selves.
One example of this trend is the rise of the social media app "BeReal." As an antidote to the carefully crafted Instagram selfies, BeReal prompts users to share unfiltered, unedited snapshots of their daily lives at a random time each day. While the hype around BeReal may have cooled, the app still maintains a loyal user base, underscoring the lasting appeal of authenticity in a culture of self-branding.
How We Got Beer
To illustrate this shift, let's take a trip down memory lane. An award-winning advertisement created by Duval Guillaume in 2001 showed a big, hairy, balding man stripping down and disgusting the antagonist of the story. The ad - banned in Belgium - reflects the beauty standards of that time.
Fast forward to today, and we see another award-winning ad for German beer brand BRLO, featuring a big, hairy, balding man. Only this time, the protagonist is portrayed as a sex-symbol, defying the traditional male body image.
Another sex-symbol, Pamela Anderson, is known for her rather fabricated look in the 90s. Thirty years later, Anderson made headlines again, this time for not wearing makeup at Paris Fashion Week. Anderson was hailed as a role model for embracing her natural self, illustrating the cultural shift towards authenticity.
Today, we see more examples of brands embracing authentic inclusion, representing people who don't fit the traditional supermodel mold. This shift is not just about political correctness; it's about connecting with underrepresented audiences and acknowledging the diversity of the modern world. In 2009, an article in the Journal of Consumer Research stated that “consumers seek authentic objects to gain identity benefits like control, connection, and virtue, driven by their desire to assert their authentic selves through consumption decisions.”
Ms Anderson is an illustration the cultural shift towards authenticity
But thread carefully. Authenticity taps into our identity as consumers, making it a testy subject. A number of brands have suffered backlash after suddenly changing their brand's imagery or taking a stand on controversial issues without having a history in those areas.
Increased Sensitivity In Super Diverse Societies
The world is evolving, and so are our audiences. According to a Pew Research Center study, the U.S. is projected to become a majority non-white nation by 2055. In Europe, population diversity is increasing due to immigration and shifting demographics. Meanwhile, in Asia, countries like Japan increasingly rely on foreign workers to address labor shortages. As societies become more diverse, driven by climate change, political conflict, and economic opportunity, marketers must reflect this complexity in an authentic way to remain relevant and resonate with their audiences.
Authenticity cannot be faked and today's consumers are more sensitive to inauthentic representations. Authentic, inclusive marketing resonates deeply, fostering a genuine connection with the audience. It goes beyond merely including diverse faces; it's about telling real stories reflecting the human experience's multifaceted nature.
The Ultimate Marketing Question
The ultimate marketing question is: how much return will I get. We now know consumers seek authentic and honest communication from brands. For instance, Cohn & Wolfe's Authentic Brands Study found that 91% of consumers are willing to reward a brand for its authenticity via purchases, investments, and endorsements. Additionally, 62% of respondents said they would either purchase a product from a brand they consider authentic or switch to that brand from a competitor.
In a study by Wunderman Thompson (now VML Global) 63% of respondents from underrepresented groups stated that they would buy from brands who make an effort to represent them.
Forward
To connect with your super diverse audience better, it's essential to break away from outdated beauty standards. Instead, seek out models, influencers, and brand ambassadors who defy the traditional mold. In this case, the keyword is "defy the traditional mold" - like the BRLO beer ad - , rather than seeking extremes or checking off a bunch of boxes.
Defy the traditional mold, rather than seeking extremes or checking off a bunch of boxes.
Authentic and inclusive marketing stretches beyond appearance. Represent diverse experiences and perspectives in your messaging. By telling the stories of people from all walks of life, you can create a more relatable and credible brand identity.
Actionable steps to help you get started
Conduct a diversity audit
Use tools like No-Kno's baseline scan to conduct a comprehensive diversity audit of your campaigns. Identify gaps in representation across various dimensions, including age, ethnicity, gender, and more.
Develop a multi-dimensional strategy
Create a diversity strategy that goes beyond surface-level representation. Challenge traditional industry norms to achieve authentic inclusivity.
Educate your team
Ensure that your creative teams understand the importance of intersectionality in advertising. Collaborate with diverse creative teams, specialists or focus groups to ensure authentic representation and avoid stereotypes.
Set measurable goals
Establish clear diversity goals and regularly track your progress. Use data and analytics to inform your strategies and adjust as needed — no easy feat. No-kno is here to help.
Humble
Without the explicative, "sit down, be humble" were, in essence, the only lyrics in the chorus for "Humble," Kendrick Lamar's 2017 number-one Billboard hit single. Who are we to object to popular culture? Social media has definitely played a part in people growing tired of perfection. In 2022, a Miss England finalist became the first beauty queen to compete without wearing makeup in the pageant's nearly century-long history. The era of perfection is over. By embracing diversity and authenticity, marketers can create campaigns that resonate with modern audiences and drive business growth.
Are you ready to lead the way towards a genuinely diverse future in advertising? Contact No-Kno today to learn how diversity analytics can inform strategies that truly connect with modern audiences.
Sources:
Beverland, M., & Farrelly, F. (2010). The Quest for Authenticity in Consumption: Consumers’ Purposive Choice of Authentic Cues to Shape Experienced Outcomes. Journal of Consumer Research, 36, 838-856. https://doi.org/10.1086/615047.
Bartsch, F., Zeugner-Roth, K. P., & Katsikeas, C. S. (2022). Consumer authenticity seeking: Conceptualization, measurement, and contingent effects. Journal of the Academy of Marketing Science, 50(2), 296–323. https://doi.org/10.1007/s11747-021-00813-y
Toft, M. , Sunny, J. , & Taylor, R. (2020). Authenticity: Building a Brand in an Insincere Age. Santa Barbara: Praeger. Retrieved August 9, 2024, from http://dx.doi.org/10.5040/9798400615849
Brodie, R., Ilić, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66, 105-114. https://doi.org/10.1016/J.JBUSRES.2011.07.029.